Rivals Threaten to Crowd Out Novo in Expanding Diabetes Market

Pharmaceutical Firm Faces Increasing Competition

By 2030, there could be 50% more people globally suffering from diabetes, or more than 550 million. The competition to treat them is heating up.

The diabetes market expanded at 10% a year over the past decade, according to Novo Nordisk, which has about a quarter of the market. As the developed world gets fatter, more people are diagnosed in developing markets, and a higher proportion of sufferers actually get treatment, that growth...